Fresh from the Javits Center, Phillip, Brian, and Alicia unpack NRF 2026's dominant themes, from AI's omnipresence to its curiously low adoption among the very professionals championing it. The conversation moves beyond technology theater to explore what truly drives commerce: cultural connection, intentional brand heritage, and multiplayer engagement that treats customers as collaborators rather than data points.2026 Brought Us An AI Wake-Up CallKey Takeaways:AI saturation at NRF contrasts sharply with minimal executive adoptionSuccessful AI integration preserves brand heritage rather than replacing itMultiplayer brand engagement becomes reality through tools like Taco Bell's Fan StyleplatformAnalog intimacy resurfaces as consumers fight against  digital fatigue"Who here has used AI to search for a product that you would like to buy? Not a single hand went up. Three out of 300 people had used ChatGPT to search for anything." — Phillip"The point isn't the technology. The point is building a memorable experience that connects people to people." — Brian (referencing Taco Bell's Dane Matthews)"How do you take a brand that is as beloved and known for being a merchant and design-led company and use technology in a way to just add to it and not try to over modernize it?" — Alicia (on Ralph Lauren's approach)"Maybe people are just figuring out where they want their time and how they want to spend their time... getting back to our roots through things like mahjong, board games, and very simplified intimate spaces." — AliciaIn-Show Mentions:Future Commerce Holiday AI Report, produced in partnership with CimulateMore details from NRF 2026Our official recap of Phillip’s conversation with Dane MathewsShop Future Commerce's Multiplayer Brand bookAssociated Links:Check out Future Commerce on YouTubeCheck out Future Commerce Plus for exclusive content and save on merch and printSubscribe to Insiders and The Senses to about what we are witnessing in the commerce worldListen to our other episodes of Future CommerceHave any questions or comments about the show? Let us know on futurecommerce.com, or reach out to us on Twitter, Facebook, Instagram, or LinkedIn. We love hearing from our listeners! Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.

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